MakeRoll/Contest entry/ElevenLabs Catchiest Ad/Built 8 and 9 Oct 2026
A cat barista asks for a tip. You tap NO TIP.
MEOWPRESSO is Michael Lip’s entry in ElevenLabs’ Search for the World’s Catchiest Ad. It’s a 32-second photoreal ad for a coffee chain that doesn’t exist. A grey cat makes you a good latte, you refuse to tip, and it pushes the latte off the counter. This page shows how the ad was built, with the numbers from the project files.
MEOWPRESSO is an entry in ElevenLabs’ competition The Search for the World’s Catchiest Ad (by ElevenCreative). The prize pool is $100,000, the Grand Prize is $50,000, and the winners are announced on 10 November 2026. ElevenLabs hasn’t reviewed or endorsed this page. The cat, the cafe and the brand are AI-generated and fictional. Picture numbers come from draft v5, the picture used in the entered master, and from the project’s edit lists, red-team scores and trademark search, all dated 8 and 9 Oct 2026.
01 / The ad
Thirty-two seconds. One bad customer.
This is the ad as it was entered: the 16:9 master with the official ElevenCreative watermark. Turn the sound on, because the jingle carries half the joke.
Where every beat lands
The music runs at 120 BPM, so one bar is exactly 2.0 s. The picture was cut to that grid, which is why the milk, the tap and the crash land on bar lines.
TipEspressoMilkSteamLatte artHandoverTwistEnd12.00 s · milk hits the face28.00 s · NO TIP29.83 s · the cup leaves the counter081632
Time
Beat
Picture
Sung
0-4 s
Tip call
The cat holds the MEOWPRESSO card terminal up to the lens, and your hand taps your phone on it. The tip screen offers 15%, 20%, 25% or Treats, with a tiny grey “no tip”.
Band intro, no vocals
4-10 s
Espresso
It turns to the mint espresso machine and pulls a double shot, paws on the portafilter.
Meowpresso pulls a double shot, slow and dark and piping hot, Meowpresso!
10-16 s
Milk splash
It pours milk into the pitcher. At 12.00 s the milk splashes its face, a splash sound effect lands on the frame, and it licks and carries on.
Silky milk, a steady pour, cool as cream, Meowpresso!
16-20 s
Steam
It steams the milk, pitcher in both paws.
Instrumental
20-24 s
Latte art
It pours the shot into a MEOWPRESSO cup and free-pours a heart.
Draws a heart with one soft paw, Meowpresso!
24-28 s
Handover
It holds the cup out to the lens, sets it down and turns the terminal to you.
Here’s your cup, now tap the screen, (You giving a tip?) The band drops out at 26.5 s.
28-30.71 s
The twist
Your finger presses a big red NO TIP at 28.00 s and the screen reads “Tip: $0.00. Noted.” A deadpan stare. One paw bats the latte off the counter at 29.83 s.
No tip? The band comes back on the tap at 28.0 s.
30-32 s
Slam and end card
The crash lands off-screen at 30.00 s. The end card runs from 30.71 s: the badge, “Hand-pawed coffee.” and “Tip your barista.”
Meowpresso!
02 / The idea
The joke is the tip. The latte is the punchline.
Earlier concepts for this contest included felt-puppet and clay ideas. Michael turned them down as looking too obviously AI-made and asked for a scenario that looks real. The format came from a viral cat-barista reel. The brand, the jingle and the twist are new.
Tip your barista.
The last line of the MEOWPRESSO end card
The tip screen the cat holds up is a real layout, tracked onto the terminal glass.
Oat latte$6.50
15%$0.98
20%$1.30
25%$1.63
Treatsfor the cat
no tiptiny and grey
Format
A phone-video look from the customer’s side of the counter. The cat asks for a tip before it has made anything, makes a genuinely good latte, hands it over and asks again.
Proof
A cat-barista reel posted on Instagram on 24 Sep 2026 reached 716,802 likes in 14 days. An earlier clip of the same scene, posted without the tip caption, got 6,034. One joke made a 119x difference.
The gap
In a scan of 18 cat-job clips, none used a tip joke and none used a sung hook. On 8 Oct the contest field had no cat-worker or barista entries.
What’s new
The sung brand hook, the brand world, the NO TIP button and the push-off payoff. The reference reel’s footage, cat, cafe and music were never used as inputs to any generator.
The rules
15 to 45 seconds, a fictional brand, an original jingle generated in ElevenCreative, the official watermark and no real brands on screen. Judges weigh catchiness 35%, concept 25%, craft 25% and cohesion 15%.
03 / The jingle and the sound
Sung five times. Stopped dead once.
The jingle was generated in ElevenLabs Music from a section plan: seven sections in whole bars, 16 bars of 2.0 s at 120 BPM, exactly 32.0 s. It’s cosy jazz-cafe bossa nova in F major, the kind of music a real cafe plays, so the soundtrack keeps the picture believable.
An adult male baritone sings the lead, with a median pitch of 175 Hz, and an adult backing trio answers. The contest disqualifies child voices, so every part was written for adults. The take opens with a four-second band intro, so the brand is first sung at about 4.3 s and last over the end card. The band drops out under “You giving a tip?” at 26.5 s and slams back in on the NO TIP tap at 28.0 s. The milk splash at 12.0 s is a picture beat with a sound effect, not a music stop. The final cut and the jingle were assembled in an ElevenLabs Studio project.
final take · lyrics
The words as sung in the final take
[four-second band intro]
Meowpresso pulls a double shot,
slow and dark and piping hot,
Meowpresso!
Silky milk, a steady pour,
cool as cream, Meowpresso!
[instrumental over the steam]
Draws a heart with one soft paw,
Meowpresso!
Here's your cup, now tap the screen,
(You giving a tip?)
[the band drops out]
No tip?
[the band slams back] Meowpresso!
Transcribed from the isolated vocal of the final take with local Whisper. The brand is the last word of the ad.
How the take was picked
Every take went through scripted checks before anyone listened: the sung brand counted by speech recognition on clean audio and on a simulated phone speaker, tempo, length, the lead voice’s pitch, and a screen of the isolated vocal for misheard words. The final pick was made by ear.
8 runs16 takes from ElevenLabs Music
Each run of the section plan returned two takes. The chosen take sings the brand five times, the same count on clean and on phone-speaker audio, at 120.2 BPM and 32.0 s.
1 line cutA backing line was misheard
Earlier plans had a backing “purr, purr” answer. The misheard-word screen heard it as a different, unwanted word, so the line was cut from the lyrics and the song was regenerated.
31 eventsAll sound from ElevenLabs Sound Effects
All 31 sound events and the room tone are Sound Effects renders, 69 generations with the best take kept per event. Each one is trimmed so its first transient lands on its frame, and the mix sits at -13.9 LUFS.
04 / The build pipeline
Eight shots. One phone-video look.
The ad is cut from eight generated shots and an animated end card. Eight Seedance 2.5 shots are chained by first and last frame: a shot starts on a frame the previous one ends on, so the cuts stay smooth and the film keeps its phone-video look. Everything the generator can’t draw cleanly, like a readable screen or a crisp logo, is tracked and composited afterwards.
01
Step
Teardown
The reference reel was measured at one frame per second for its beats, its length and its music tempo. It was studied, never used as an input.
27 frames · librosa tempo
0 cutsin 26.8 s of reference
02
Gate
Brand clearance
Eight cat-coffee names went through TMview across the US, EU, UK, WIPO and about 70 other offices, plus a web search for real cafes. A name with a live mark or a real cafe behind it was out.
TMview API · classes 30 and 43
2 of 8names clear, MEOWPRESSO chosen
03
Step
Look
Look stills fixed the cat, the cafe and the props before any video was made. Every prop is invented or blank, including the milk carton, the espresso machine and the card terminal.
Gemini 3 Pro Image
29image calls, logo and patch drafts included
04
Step
Shots
Image-to-video, 4 to 6 s per shot. Every shot has a pinned first frame, often the last frame of the shot before it, and some also have a pinned last frame. The first draft was 480p, and the hero beats were re-shot at 720p.
Seedance 2.5 · 480p, 720p and 1080p
27clips generated, 8 in the cut
05
Step
Terminal screens
The generator draws garbled screens, so the real tip screen is tracked onto the terminal. Corners come from a colour key and four fitted edge lines, and an occluder matte keeps the finger and the paw in front of the glass.
OpenCV · KLT tracking · local
28.00 sNO TIP lights as the finger lands
06
Step
Embroidered patch
SAM2 segments the old generated patch in every frame, so the terminal, the chin, a paw, the milk and a glass all stay in front of the new embroidered patch. The old patch is painted out and the shading follows the apron folds.
SAM2.1 Hiera Large · Apple MPS · local
1.3 sto segment each frame, roughly
07
Step
Payoff re-shoot
The first payoff pushed the cup toward the lens with the latte art glued on, and nothing spilled. The re-shoot asked for a sideways bat at a light paper cup, and the coffee really pours out.
Seedance 2.5 · 720p · 5 s
29.83 sthe cup leaves the counter
08
Check
Blind red team
Claude and Codex scored the drafts with the labels hidden. Every flagged morph, jump cut and ghost of an old logo was cut or fixed before the next render.
Claude · Codex
60 → 70overall score, draft v3 to v4
09
Step
1080p re-shoots
The three softest shots were 480p. They were re-shot at native 1080p from the same first frames, and their patch, screens and cup logos were rebuilt. Draft v4 used a local upscale blend that stayed soft, and a pure AI upscale made the fur look waxy.
Seedance 2.5 · 1080p
3.6xface sharpness, 634 against 175
10
Gate
Finish and specs
Native 24 fps, one grade, matched grain, a subtle handheld feel and the ElevenCreative watermark in the bottom-right corner, then a 9:16 crop for social posts. The master is checked against the contest specs before it ships.
ffmpeg · local
1920 × 1080H.264, AAC 48 kHz, -13.9 LUFS
11
Step
Jingle and sound
The jingle comes from ElevenLabs Music and all 31 sound events from ElevenLabs Sound Effects, mixed under the picture on the same 120 BPM grid and assembled in ElevenLabs Studio.
ElevenLabs Music · Sound Effects
5times the brand is sung
Gate, can stop the next stepCheck or review, scored but not blockingProduction step
Three frames from the final picture
The contest wants the ad unpublished until the entry posts, so this page shows three frames and none of the twist.
1.6 s · shot 1, native 1080pThe tip screen is tracked onto the terminal. SAM2 keeps the terminal in front of the new apron patch.6.0 s · shot 2, native 1080pRe-shot as one continuous take with no jump cut. The cup badge is a tracked composite.22.5 s · shot 5, native 1080pThe latte-art pour. A garbled logo at the frame edge was painted out to plain kraft.
Model routes
Stage
Route
Model or tool
Look stills, logo and patch drafts
treg image-gen
Gemini 3 Pro Image, plus a second image model for logo and patch drafts
480p and 720p shots, payoff re-shoot
openrouter.video-gen.seedance-2-5
bytedance/seedance-2.5, image-to-video
Native 1080p re-shoots
reapi.video-gen.seedance-2-5
Seedance 2.5 at 1080p
Patch segmentation
local
SAM2.1 Hiera Large on Apple MPS
Screens, badges and cup logos
local
OpenCV colour keys, edge fits, KLT and masked template tracking
Jingle
ElevenLabs
ElevenLabs Music
Sound effects
ElevenLabs
ElevenLabs Sound Effects
05 / Build notes, shot by shot
Open any shot. The prompt is in there.
These are the eight generated shots in the final cut, mapped from the edit list. Each one lists its time range, resolution, route, takes and the video prompt exactly as it was sent. Three are native 1080p re-shoots.
Every prompt is copied from the request file the pipeline sent. The negative prompts named real coffee and fast-food brands to keep them out of frame. Those names are shown as [real brand], and every other character is unchanged.
2 takes: shove toward the lens, sideways bat (kept)
End card
30.71-32.00 s
Animated brand card
Built locally
Not generated
Shot 1 · 0.00-4.04 s
Tip call
1080p re-shootvia reAPI
In the cut
0.00-4.04 s
Generated
1080p native, 4 s
Used
97 frames, source 0-96 at 24 fps
Pinned
First frame: a look still
Route
reapi.video-gen.seedance-2-5
The 1080p probe take, kept. It used the same first frame and prompt as the 480p take it replaced, and the face crop measured 634 against 175.
The tip screen is tracked onto the terminal glass. SAM2 keeps the terminal in front of the new apron patch.
Shot 1 video prompt Seedance 2.5 (doubao-seedance-2.5-face)
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The customer's hand taps the phone on the card terminal the cat is holding out; the hand and phone pull back out of the frame to the right. The cat looks at the terminal screen, then sets the terminal down on the counter at the right side and turns its head toward the espresso machine. The apron is plain black (not green) with only the small round teal cat patch; no [real brand] or any real brand, no readable text anywhere.
Shot 2 · 4.04-7.88 s
Espresso
1080p re-shootvia reAPI
In the cut
4.04-7.88 s
Generated
1080p native, 5 s
Used
92 frames, source 29-120 at 24 fps
Pinned
First frame: the last frame of shot 1
Route
reapi.video-gen.seedance-2-5
Re-shot at 1080p as one continuous take, which removed a jump cut the 480p version needed.
Known nit, left in: the cat’s back looks long in profile.
Shot 2 video prompt Seedance 2.5 (doubao-seedance-2.5-face)
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The cat turns to the espresso machine on the left, rises a little on its hind legs and grips the black portafilter handle with both front paws, pushing it firmly into the group head. Dark espresso with golden crema starts streaming into a small clear shot glass on the drip tray; the cat leans in and watches the shot closely, concentrating, ears forward. The camera follows slightly to the left. The apron is plain black (never green) with only the small round teal cat patch; no [real brand] or any real brand, no readable text anywhere. Exactly two front paws, no morphing objects.
Shot 3 · 7.88-13.62 s
Milk splash
720pvia OpenRouter
In the cut
7.88-13.62 s
Generated
720p, 6 s
Used
138 frames, source 1-144 at 24 fps
Pinned
First and last frames pinned
Route
openrouter.video-gen.seedance-2-5
Kept on the first try. Source frame 100, the first milk contact, sits exactly on 12.00 s, a bar line of the music, where the splash sound effect lands.
The 480p splash looked like a cotton clump. This take bursts into a liquid spray, and whole-frame sharpness rose from 7.2 to 10.9.
Shot 3 video prompt bytedance/seedance-2.5
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, crisp sharp focus on the cat, fine individual fur detail, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The apron is black or charcoal with the small teal patch, never green.
The camera drifts back a little to the right to show a stainless steel milk pitcher standing on the counter in front of the cat. A human hand comes in from the top left of the frame holding a plain white milk carton with a teal band and no text, tips it and pours a thick stream of cold milk into the pitcher. The cat leans its round face in close to the falling milk, curious, and about four seconds into the clip the stream hits it square in the face: thin liquid milk bursts into a spray of small droplets and wet splashes across its nose, whiskers and cheeks, droplets fly outward and drip off its chin, the fur on its face turns wet and streaky. The cat flinches back with its eyes squeezed shut and mouth open in shock, shakes its head, wet milk drops on its whiskers.
Avoid: green apron, [real brand], white circular logo on apron, readable real brand logos, text, foam clumps, cotton-like blobs, blur, slow motion.
Shot 4 · 13.62-19.38 s
Steam
720pvia OpenRouter
In the cut
13.62-19.38 s
Generated
720p, 6 s
Used
138 frames, source 1-144 at 24 fps
Pinned
First frame: the last frame of the splash take; last frame pinned
Route
openrouter.video-gen.seedance-2-5
Kept on the first try. Whole-frame sharpness rose from 6.1 to 10.3.
The steam veiled the whole frame at 17.3-19.4 s, so the finish lifts it. The face reads and the plume off the wand stays.
Shot 4 video prompt bytedance/seedance-2.5
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, crisp sharp focus on the cat, fine individual fur detail, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The apron is black or charcoal with the small teal patch, never green.
The cat licks the milk off its nose once more and gives a small shake of its head, flicking milk drops from its whiskers, looking offended. Then it picks up the stainless steel milk pitcher with both front paws and holds it up under the steam wand of the espresso machine; the wand hisses and a dense plume of white steam billows up around the pitcher and drifts across the frame while the cat holds it steady with a serious expression, squinting through the steam. The cat's face, whiskers and the steel pitcher stay sharp and detailed behind the moving steam.
Avoid: green apron, [real brand], white circular logo on apron, readable real brand logos, text, foam clumps, cotton-like blobs, blur, slow motion.
Shot 5 · 19.38-23.42 s
Latte art
1080p re-shootvia reAPI
In the cut
19.38-23.42 s
Generated
1080p native, 5 s
Used
97 frames, source 0-120 at 24 fps
Pinned
First frame: the last frame of the steam take
Route
reapi.video-gen.seedance-2-5
Re-shot at native 1080p. The cup badge, the screens and the patch were rebuilt for the new take.
A garbled cup logo, cut by the frame edge in the close-up, is painted out to plain kraft.
Shot 5 video prompt Seedance 2.5 (doubao-seedance-2.5-face)
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The cat sets the steamed milk pitcher down for a second, picks up the small glass of espresso and quickly tips the dark espresso into the kraft paper cup with the teal cat badge standing on the counter in front of it. Right away it lifts the steel milk pitcher with both paws and pours a thin stream of silky steamed milk into the cup, wiggling the pitcher so a white latte-art heart blooms on the brown crema, then lifts the pitcher away. The cat looks down into the cup in deep concentration. The apron is plain black (never green) with only the small round teal cat patch; no [real brand] or any real brand, no readable text anywhere. Exactly two front paws, no morphing objects.
Shot 6 · 23.42-27.46 s
Handover
720pvia OpenRouter
In the cut
23.42-27.46 s
Generated
720p, 4 s
Used
97 frames, source 0-96 at 24 fps
Pinned
First and last frames pinned, both look stills
Route
openrouter.video-gen.seedance-2-5
The generator held the camera almost tripod-still, under 1.5 px of movement per frame, so the finish adds a subtle handheld motion to match the rest.
Its last frame is the same look still the twist take starts from, so the two shots join on an identical frame.
Shot 6 video prompt bytedance/seedance-2.5
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The apron is black, never green. Avoid: green apron, [real brand], white circular logo on apron.
The cat holds the kraft cup with the latte-art heart out toward the camera with both paws for a proud moment, then sets it down on the front edge of the counter right in front of it, and with one front paw slides the black card terminal toward the camera so its screen faces the customer. It stares straight into the lens, deadpan. The camera stays at the same distance with slight natural hand shake.
Shot 6 start-frame still gemini-3-pro-image-preview
Still prompt, verbatim
Candid amateur iPhone photo, handheld, shot by a customer standing at a cafe counter, 16:9 landscape. Natural mixed light: soft daylight from a large window on the left plus warm pendant bulbs, realistic exposure with slightly blown window highlights, faint sensor noise, slight softness like a phone video still, true-to-life colors. Looks like a real photo posted on Instagram, not a render: no CGI, no 3D look, no glossy plastic fur, no studio lighting, no bokeh exaggeration. No text, no letters, no logos, no signage anywhere. This is a still from the same phone video as the first reference image, a moment later: the camera has tilted back up to the cat's face. Same cafe, same lighting and colours as the first reference, same grey British Shorthair cat with copper eyes (sharp likeness from the second reference), same black apron with the small round teal patch, a few dried milk drops still on its whiskers. The cat stands behind the stainless counter and holds the kraft paper takeaway cup out toward the camera with both front paws, over the counter; the cup has a white latte-art heart on top and the round one-ink teal cat badge from the third reference printed on its side, facing the camera. The cat looks straight into the camera, proud and deadpan. The card terminal lies on the counter at the right with its screen up. Mint espresso machine on the left with no brand name. No other text.
Shot 7 · 27.46-28.46 s
The twist
720pvia OpenRouter
In the cut
27.46-28.46 s
Generated
720p, 4 s, seed 33
Used
24 frames, source 1-38 at 24 fps
Pinned
First frame: a look still
Route
openrouter.video-gen.seedance-2-5
Only one second of this take is used: the tap and the stare.
The generator’s garbled button is replaced by the tracked NO TIP screen. The finger stays in front with a contact shadow, and the screen reads “Tip: $0.00. Noted.” from the tap.
Shot 7 video prompt bytedance/seedance-2.5
Video prompt, verbatim, real brand names redacted
Real handheld iPhone video filmed by a customer standing at the cafe counter. One continuous single shot, no cuts, no zoom jumps: the camera keeps roughly the same framing with natural slight hand shake and tiny drift. The barista is a real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a black apron with a small round teal patch; mint-green espresso machine with no brand name on the left; a kraft paper cup with a round teal cat badge on the counter. Real cat behavior and anatomy, exactly two front paws, realistic liquids, natural cafe daylight, documentary phone footage, not animation, no added text, no logos other than the teal cat badge.
The apron is black, never green. Avoid: green apron, [real brand], white circular logo on apron.
Fast and deliberate. Right at the start the customer's thumb comes in from the bottom right, taps the big grey "No tip" button on the card terminal screen once and immediately pulls back out of frame. The cat stares straight into the camera, dead-still and deadpan, for about one second. Then, still staring into the lens, it reaches over with one front paw and pushes the coffee cup off the front edge of the counter: the cup tips over the edge and drops out of the bottom of the frame about two and a half seconds into the clip. The cat never looks down and keeps staring into the camera until the end, paw still out. Classic real cat knocking something off a counter on purpose.
Shot 8 · 28.46-30.71 s
Payoff
720pvia OpenRouter
In the cut
28.46-30.71 s
Generated
720p, 5 s, seed 21
Used
54 frames, source 0-64 at 24 fps
Pinned
First frame: frame 58 of the twist take
Route
openrouter.video-gen.seedance-2-5
Take A shoved the cup toward the lens, and the latte art stayed glued to it with no spill. Take B bats a light paper cup sideways, and the coffee really pours out.
The cup’s generated logo is tracked with SAM2 and replaced through the tip, then left plain kraft as the cup rolls under.
Shot 8 video prompt bytedance/seedance-2.5
Video prompt, verbatim, real brand names redacted
Real iPhone video filmed by a customer standing at the cafe counter, phone held still at eye level. One continuous single shot, no cuts, no zoom: the camera keeps exactly the same framing as the first frame, with only tiny natural hand shake. The barista is the same real grey British Shorthair cat with copper eyes, standing upright behind the stainless steel counter, wearing a plain black apron with one small round teal patch; mint-green espresso machine with no brand name on the left; the card terminal on the right stays exactly where it is, unchanged. On the counter is a full kraft paper cup of hot latte with one round teal badge and no other logo. Real cat behavior and anatomy, exactly two front paws, one cup only, real liquid physics, natural cafe daylight, documentary phone footage, not animation, no added text.
The apron is black, never green. Avoid: green apron, [real brand], siren logo, white circular logo, any real coffee brand, [real brand], [real brand], [real brand], extra cups, extra paws, the cup lid, slow motion.
Quick and casual: in the first second the cat's paw bats the full paper cup sideways off the front edge of the counter. The light paper cup tips, the brown coffee inside sloshes out in a messy splash that lands on the counter and runs over the edge in drips, and the cup tumbles away below the frame, gone. Real liquid, wet splash marks stay on the steel counter. For the rest of the clip the cat sits perfectly still behind the empty counter, paw back down, and stares deadpan straight into the camera without blinking, as if nothing happened.
06 / The numbers
Measured, not guessed.
Beat times come from the edit list, frame by frame at 24 fps. Scores come from blind red-team rounds where the judges didn’t know which draft was which. Sharpness is a Laplacian measure on the same 512 px face crop.
Locked beats
Beat
Time
Milk hits the face, with a splash sound effect
12.00 s
Band drops out under “You giving a tip?”
26.5-28.0 s
Finger taps NO TIP, the band comes back
28.00 s
The cup leaves the counter
29.83 s
Music slam and off-screen crash
30.00 s
End card, with the last sung “Meowpresso”
30.71-32.00 s
Sharpness of the re-shoots
Shot 1, face crop
Laplacian
480p take with a local upscale blend
175
Native 1080p new take, kept
634
720p take following the old motion, rejected
47
Earlier, the 720p re-shoots of the splash and the steam raised whole-frame sharpness from 7.2 to 10.9 and from 6.1 to 10.3.
Blind red team, draft v3 against v4
Score out of 100
Claude v3
Claude v4
Codex v3
Codex v4
Realism
62
66
56
62
Brand, patch and logo
40
74
49
76
Edit and payoff
64
74
65
72
End card
74
80
87
83
Overall
60
70
60
68
The biggest jump is the brand line, after the flat patch was rebuilt as an embroidered one with true occlusion. One judge marked the new end card a little lower. The verdict on the patch read “messy: no, nowhere”.
The very first draft scored 65.0 and 58.5. Those judges found the twist unreadable with the sound off, because the finger landed on 20% and 25%. Tracked screens fixed it without generating a new shot.
07 / The bill
Every paid call, for members.
Every image and video call is logged with its model, resolution and length in the project ledger.
The ledger covers metered API calls only. Local compute, agent subscriptions and human time aren’t priced here.
08 / The brand
A coffee chain that doesn’t exist.
MEOWPRESSO says cat and espresso at once, and a sung meow can be its first note. The contest bans third-party brands even where fair use might apply, so the brand had to be clean as well as funny.
The badgeA grey British Shorthair, the same breed as the barista, in a bow tie. The name sits on the top arc only, with no side marks.The apron patchSatin letters and a merrowed edge. It replaced a flat disc that looked like a pasted-on sticker.The end cardA serif wordmark on paper texture. On screen it animates: the badge settles, the tagline staggers in and a paw stamp lands. It won 6 of 6 blind rounds against the old card.
Petrol Teal#0D5C63
Deep Teal#09464C
Oat Cream#F6EBD3
Caramel#C9803F
Eight names, one winner
The search used the TMview public API across the US, EU, UK, WIPO and about 70 other offices, in coffee (class 30) and cafes (class 43), plus a web search for real cafes. The tagline “Hand-pawed coffee” also returned 0 hits.
Name
What the search found
Verdict
MEOWPRESSO
0 hits in any office or class, and 0 for four spelling variants. No cafe uses it.
Clear, chosen
CLAWFFEE
Only an ended US clothing mark.
Clear, backup
PURRBREWS
Sounds like a brewing-tech mark used on espresso machines.
Caution
MEOWCHA, WHISKER BREW
Close live marks, a real matcha cafe and existing cat cafes.
Caution
PURRISTA, CATPUCCINO, PAWFFEE
Exact live marks in coffee or cafe classes, or a real cafe trading under the name.
Blocked
This is a risk check made for a contest entry, not legal advice.
Nothing real on screen
Every prop is invented or blank: the milk carton, the espresso machine, the card terminal and the cups. Video models reach for real brands on their own. In one early test the cat came back in a green apron with a white round patch, so every video prompt now carries real-brand negatives.
No borrowed badge parts
The badge keeps only the generic cues of a coffee roundel: round, two-tone, a face in the centre. It has no siren, no crown, no star and no double ring, and its teal sits well away from any chain’s green.
The watermark corner stays clear
The rules require the ElevenCreative watermark in the bottom-right corner. The end cards were laid out with that zone kept empty in both 16:9 and 9:16.
09 / Timeline
Seventeen hours, idea to final picture.
The new brief arrived at 22:10. The first full 32-second draft existed at 23:55, and the final picture candidate rendered at 15:21 the next afternoon. Times are local, UTC+7.
Michael asks for a real-looking scenario: a photoreal cat barista and a fictional cat coffee brand
First look stills of the cat, the cafe and the cup
First production shot, the tip terminal at 480p
Draft v1, the full 32 seconds
MEOWPRESSO becomes the entry
Milk splash and steam re-shot at 720p
Draft v2: tracked terminal screens, the new badge, the payoff hold
Draft v3 in 16:9 and 9:16, with a temporary mix
Final push starts: the embroidered patch and the new logo
Payoff re-shot with a real spill
Draft v4 after the red-team fixes
1080p probe on shot 1: 3.6x sharper face
Shots 2 and 5 re-shot at native 1080p
Draft v5, the final picture candidate
10 / Disclosure and rights
What this page won’t claim.
A cat makes coffee in this ad, and no cat made any coffee. Here’s the rest of the fine print, in plain words.
An AI-generated cat
The barista, the cafe and the customer’s hand are AI-generated by Seedance 2.5 from text and image prompts. No animal was filmed or handled.
A fictional brand
MEOWPRESSO was invented for this ad. It isn’t a cafe, it has no products, and nothing on this page is for sale under that name.
An entry, not a result
The ad is entered in ElevenLabs’ competition. Judging runs from about 2 Nov to 10 Nov 2026, and this page doesn’t predict a placing.
No endorsement
ElevenLabs, ElevenCreative and Seedance are named because the ad was made with them. None of them has reviewed or endorsed this page.
The format has a source
The cat-barista format comes from a public Instagram reel. Its footage, cat, cafe, music and caption weren’t copied or used as inputs. The tip twist, the brand and the jingle are new.
Included with Lifetime
Get the pipeline kit with Lifetime.
Also included with Lifetime, separate from the core service, is a personal licence to the MakeRoll UGC pipeline kit. After payment the bot sends your member key, and your AI agent or one installer sets the kit up. You run ./ugc run on your own Mac with your own treg.to account, which pays the AI costs. The kit is the animated-story version of the pipeline. The photoreal ad in this case study came from a separate ad workflow that isn’t part of the kit. The setup guide, system requirements and licence are on makeroll.com/ugc-pipeline/. The kit is final once delivered, as the refund policy explains. Nothing about results is promised, and that includes views, sales and contest placings.
One payment for the lifetime plan. No weekly renewal.
24 months
Lifetime means the lifetime of the MakeRoll core service, with at least 24 months.
Members or partners only
This ad’s metered spend. You pay your own AI generation and tool costs.
Built in public, one brief at a time
MAKE/ROLL.
MakeRoll is a weekly AI video build room. You get a current brief, exact prompts, critique on the cut and a reason to finish one more piece of work each week.